ABSTRACT
This chapter focuses on one aspect of persuasion knowledge, namely the impact of the attribution of intention to persuade. It reviews social psychological theories of persuasion as well as research that applied these theories to advertising. Petty and Cacioppo define persuasion as any change in beliefs and attitudes 'that results from exposure to a communication'. The two dual process theories of persuasion, namely the Elaboration Likelihood Model (ELM) and the Heuristic-Systematic Model (HSM). The development of the cognitive response model in the 1980s substantially advanced our understanding of the processes that mediate the impact of persuasion on attitudes. Hovland returned to his academic career and founded the Yale Communication and Attitude Change Program. McGuire discusses the effect of sexual advertising on information processing and then addresses the effect it has on product-relevant attitudes and behaviour.
